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"ABSTRAKPenelitian ini berfokus pada masalah konstruksi identitas dalam fenomena cross-dressing yang ditinjau melalui studi terhadap lima shoujo manga. Konstruksi identitas ini diketahui melalui bentuk ekspresi identitas, identifikasi identitas gender, serta perubahan dan fungsi dari tindakan cross-dressing. Penelitian ini merupakan penelitian kualitatif yang menekankan pada penjelasan dan uraian argumentatif yang didukung dengan penelitian perpustakaan. Proses identifikasi identitas menggunakan kategori gender Bem dan konsep pertunjukan gender Butler. Hasil penelitian ini menunjukkan bahwa dalam fenomena cross-dressing terdapat kecairan identitas dari pelakunya. Kecairan identitas ini digunakan pelaku cross-dressing laki-laki dan perempuan sebagai strategi mereka dalam menghadapi sistem patriarki di Jepang.

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ABSTRACTThis study focused on the problem of identity construction in the cross dressing phenomenon which is reviewed through studying five shoujo manga. The identity construction is known through the form of identity expressions, the identification of gender identity, also through the changes and the functions of cross dressing acts. This study is a qualitative research which concerning descriptive argumentation supported by literature studies. Bem rsquo s gender category and Butler rsquo s concept of gender performativity is used in this study for identity identification. The results indicated that there were some fluid identities in the cross dressing phenomenon. This fluid identities are used by cross dressing performers men and women as a strategy to deal with the patriarchal system in Japan."

"Perkembangan teknologi memberikan dampak bagi industri fashion untuk melakukan kegiatan pemasaran dalam memenuhi kebutuhan konsumen. Penggunaan teknologi digital dalam kegiatan pemasaran menciptakan peluang bagi merek untuk dapat berinteraksi dengan konsumen tanpa adanya interaksi secara langsung yang disebut contactless marketing. Penelitian ini bertujuan untuk mengetahui pengaruh contactless marketing yang diterapkan brand fashion H&M terhadap customer satisfaction dan revisit intention. Terdapat empat tools yang digunakan H&M dalam contactless marketing-nya yaitu AI chatbot, augmented reality (AR), virtual reality (VR), dan live streaming. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 151 responden yang merupakan pelanggan dari brand fashion H&M yang pernah menggunakan tools contactless marketing yang disediakan H&M. Penelitian ini menggunakan teknik pengolahan data statistik deskriptif, PLS-SEM, dan ANOVA dengan bantuan software SPSS dan SMART PLS-3. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara contactless marketing yang diterapkan H&M terhadap customer satisfaction dan revisit intention.

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Technological developments have an impact on the fashion industry to carry out marketing activities to meet consumer needs. The use of digital technology in marketing activities creates opportunities for brands to interact with consumers without interaction in person called contactless marketing. This study aims to determine the impact of contactless marketing of H&M on customer satisfaction and revisit intention. This study also looks at differences in consumer motivation, namely motivation to seek information and motivation to seek enjoyment in using contactless marketing tools from H&M which leads to customer satisfaction and revisit intention. There are four tools used by H&M in its contactless marketing, such as AI chatbot, augmented reality (AR), virtual reality (VR), and live streaming. This research uses a quantitative approach with a survey method of 151 respondents who are customers of the H&M brand who have used contactless marketing tools provided by H&M. This study uses descriptive statistical data processing techniques, PLS-SEM, and ANOVA using SPSS and SMART PLS-3 software. The results showed that there is a positive influence between contactless marketing implemented by H&M on customer satisfaction and revisit intention."